SEO Agency Embryo
Do you know your marketing agency from your SEO agency? Do you know what separates a good search engine optimisation agency from a bad one? Are you a small business wondering if investing your marketing budget into an SEO strategy is worth it? (Spoiler: it is)
If this is you, we can help.
Email firstname.lastname@example.org or call us on 0161 327 2635 to arrange a free 30-minute consultation with our sales team.
Our agency is packed with search engine optimisation experts who are ready to help your business earn more page one rankings, grow its overall online visibility, and, ultimately, increase your revenue.
In this article, you will learn the below
What an SEO agency is.
What an SEO Agency does and the impact it can have on your business.
What to look for in an SEO agency and the right questions to ask when auditioning for SEO agencies.
Why you should hire an SEO agency.
How to choose the right tech SEO agency for you and what they can bring to the table.
Understand how the right SEO marketing agency can transform your eCom business.
Before we break down exactly what an SEO agency is and does, let us take a step back and discuss SEO, what it is and how it can transform your business.
What Is SEO (Search Engine Optimisation)?
SEO stands for Search Engine Optimisation, it is the term used to outline all the different ways in which an individual, group or business can tweak their websites, increase their online presence, and appear on search engines.
The job of a search engine, be it Google or Yahoo is to crawl the world wide web for new web pages, reading them, understanding them and cataloguing them correctly. This is to ensure if you are searching for an air fryer for example your search items will include just that, air fryers and not a washing machine.
In the same way, you would categorise a filing cabinet or a CD collection, search engines do the same thing on the internet.
Once the search engine gains an understanding of the pages on your website. Be it, a blog post or product page, its next job is to work out which search query to file the page under.
Once this has been done, the search engine then ranks each page and determines which pieces of content deserve to sit on the top page of the search query.
This is why many businesses need SEO – so they can compete with their competitors to get the top spot. The higher you rank the more organic search traffic will come your way resulting in online success. The results come in a myriad of ways from brand awareness to an increase in sales or both. Organic traffic is when an SEO marketing agency uses non-paid strategies and techniques to create value that does not rely on an advertising budget.
To delve deeper into the world of SEO and discover more about what it entails, the different tactics you can use and how you can reach this number one spot, visit our dedicated SEO guide which will answer any questions you have.
What Is an SEO Agency?
Search engine optimisation is a branch of marketing whose goal is to increase visibility in organic search engine results.
A national or local SEO agency is the vessel of experts who can deliver this to you. They do this by creating a strategy which increases the visibility of your site on search engines such as Google.
A successful SEO strategy will be able to drive more traffic to your website which eventually translates into an increase in brand awareness, leads and increase in sales.
It is worth noting that an SEO agency does not have to label itself as a strictly SEO agency. They can also call themselves an SEO digital marketing agency or marketing agency as they will offer a range of other services such as social media management, Digital PR or PPC, however, SEO is at the core of the agency and the services case study provides for its clients.
In working with a dedicated SEO marketing agency in the UK you can expect the following:
An increase in leads
An increase in conversations
A better return on investment
At Embryo, our organic team is built up of both SEO and Content experts, all of whom have the same shared goal: to deliver you the online presence your business deserves. Their experience is rooted in a range of industries from hospitality to corporate to financial and fashion clients.
What Does an SEO Agency Do?
In a nutshell, a good SEO agency will be able to improve your site’s ranking in search engine results and improve the visibility of your site. In doing this, you should see your return on investment in the form of increased revenue.
You can expect a technical SEO agency to monitor how well your website is performing. This includes doing a competitor analysis to determine how well you are doing against your competitors.
At Embryo we created a tool called Intermingle where we can do a deep dive into this. Intermingle is software developed by us in-house that allows us as an agency to see which organic or paid strategies are most effective in helping our clients increase their return on investment.
You can also book a call with our sales team who will be able to discuss this with you in more detail.
The goal of an SEO agency like Embryo is to create the best chances for you to achieve your goals and results. Investing in SEO is an important tool to have in your arsenal as 93% of online experiences start with a search engine.
Looking for an award-winning SEO agency?
If you are, why not tell us a bit more about your budget, request a quote, and before you know it, our team will be in touch with you to arrange a call.
How Do They Do This?
Any good UK SEO agency worth their salt will provide you with the following services:
Audit Your Site
Create a benchmark for your rankings and see how your site is performing against your competitors.
Google’s index may contain duplicate versions of your site.
Double-checking your site for indexed URLs
Determine if the site has any manual actions against it – This is where someone has reported the site for not meeting Google’s webmaster quality guidelines.
Analyse the speed of the site – This is because the slower the site loads the more bounce rates the site incurs.
Ensure the site is using HTTPS – the S in the HTTPS is encrypted therefore it adds a layer of cyber security for your users visiting the site.
Ensure the site is mobile-friendly – In 2022 you can no longer afford to have a site that only functions on a desktop. It needs to work across all devices.
Double-check the site for index and crawling issues.
Confirm if there are any 404 redirects on the site.
Check the optimisation of title tags, meta descriptions and header tags.
Ensuring the images are tagged correctly.
Check for internal linking on the content across the site.
Site audits are important as it prevents your site from having the following problems:
The drop in organic traffic is a result of site health issues. (This is ensuring the site is designed for crawlers and users to navigate easily)
Sales opportunities slipping through your fingers
No longer having a competitive edge against other brands
Penalties due to toxic backlinks
In short, a good site audit will confirm any problems with the site which is costing you in both sales and traffic.
Provide You with Keyword Research
Keyword research is vital to creating optimised content. Keyword research is essentially where you discover and analyse the search queries people put into search engines.
In gathering this data you can create keyword content which delivers value to your customers. The keywords are ranked using a search volume which is the number of times people have searched for that particular keyword. You do this by answering the questions people are putting into Google and other search engines.
Keyword research is important because if done correctly you can create valuable content which will get in front of your target audience.
SEO outreach works differently from the outreach you would expect a public relations expert to do. It is a combination of processes and activities that allow your website to receive valuable links from authoritative websites.
It is typically carried out with a range of content resources, whereby relevant sources will link back to your website. The benefits of outreach mean you can ensure coverage on high authority ranking websites. This includes editorial magazine content, blogs etc.
In including outreach as part of your SEO strategy, your SEO agency will create a backlink portfolio for your website. Backlinks are one of the most powerful elements of SEO when it comes to helping websites rank higher.
There are different forms of backlinks your SEO agency will receive as part of its SEO strategy.
Broken link building – This is where you notice a broken link on a website. Here you can contact the site owner and provide a reliable source of information to swap it with.
Infographics – Infographics are an easy way for content to be shared across a wide range of websites. They are engaging and add value to articles. By creating a linkable infographic asset you create a sure-fire way for your site to receive inbound links.
Unlinked brand mentions – There will be times when your business has been mentioned either in a news article or blog post and there is no link to your website. This means people cannot go directly to your site within the piece. An SEO agency has the tools to discover these sites and as a result, can reach out to the site owners to ask them to see if they can include a link within the piece. (In most, cases they are happy to oblige and as a result, add to your backlink catalogue)
Guest Blogging – This is where you ask to write pieces of content for other sites. In doing this you create backlinks to the site and brand awareness for your business.
Link reclamation – As part of the tools of the trade an SEO agency can discover backlinks from years past. As a result, if they discover a link in an article has been removed over the months or years. This can be due to a change in your site’s URL. To reclaim the missing link the SEO agency can outreach to the website owner and ask them to replace the link. This is quite helpful especially if you have renamed your site. You can redirect them to the new URL.
Content and brand promotion – This is taking a piece of content you have written and letting website owners who have written on a similar topic about it. This way they may want to update the piece and feature some of the content you have written creating a backlink to your original post.
Resource pages – There are many guides out there on a range of topics from how to install a piece of software to the best clothes to wear in the summer. A lot of these guides will feature other businesses within your field and industry. In doing so, they are essentially tapping into your target audience. This is why, as an SEO agency, we would reach out to the author of the guide and explain why your business should be featured in the piece.
Outreach is a very effective SEO tool that most reputable SEO agencies will feature within their strategy for you.
The practice of link building plays an important role in the world of SEO, If harnessed correctly it can drive organic traffic via search engines. Link building is when you have hyperlinks across the internet to your website. Search engines such as Google use these links to crawl the web.
There are two ways in which search engines use links.
Find new websites which can be used in search results
To determine the authority of the page and how well it should rank in their search results.
With the links, the search engines can crawl the websites, take in the information on the pages and index it for future search results. This will allow the search engine to determine how valuable the piece of content is. Part of that process is looking at the links and making sure each one is reputable. This goes for both internal and external linking. Google doesn’t like content that simply includes internal links (links from your site). While that should be the priority, you also need to include some external links to quality external sites in your content. Link building means your website will be linked externally and search engines will recognise your website as a quality one it can trust. Essentially, the more high-quality websites link to you the higher you will rank in your search engines.
Some links will be organic, for example, if someone is referencing a product in an article. As ideal as this situation is, actively creating a long term link building strategy will enable you to build on your authority. As the authority of your site increases, so does your site’s rankings and traffic. This feeds into the overall aim your SEO agency should be striving to achieve -high ranking search visibility.
Optimise Existing Content
Your website should already have existing well-written content on it. The problem is, that it might not be optimised enough. Optimised content means it is keyword-rich, readable, and provides value to your customers.
This is where a national or local SEO agency can help. A professional SEO agency like Embryo will highlight the key pages to rewrite and structure in a way that will be picked up by Google. This will include keyword research to make sure you’re reaching the right target audience. Through trawling your website the SEO agency will find the content with the most potential before determining the best topics to cover on the site.
Depending on the piece of content, you might also need to add to the existing copy so write some additional content answering the search queries your audience is asking by tackling those keywords outlined in the keyword research.
This will be part of the content strategy every SEO agency should present you with before beginning work on the site.
At Embryo we have dedicated content executives who sit within our organic SEO team so you don’t have to worry about creating the content yourself or hiring someone else to do it. It is tackled in one place, by the same team.
Develop a Content Strategy to Create New Content
Every SEO agency will ensure a content strategy is factored into their wider SEO strategy. How this is done will vary from an SEO agency to an SEO agency. At Embryo for example we aim for long-form content. This ensures the content on our client’s site provides valuable information indicating to the reader as well as Google your business can be trusted to provide the information the user is seeking.
In creating a content strategy and adding to the site you provide more opportunities for users to have all the information they need in one place. It is also a great way to seek out backlinks. The content involved can be in the form of blog posts, service pages or product descriptions. As an SEO agency, each business or client has different needs, each site is a new canvas which needs to be analysed to determine the best course of action.
Analyse Any Penalties Impacting Your Site
Not a lot of website owners are aware but Google can manually punish a website.
Don’t worry, this is usually only done after your site has been reported for violating the guidelines Google sets out.
The penalty usually comes in the form of manual and algorithmic actions such as a drop in rankings and organic traffic to your site. It is Google’s way to tackle spammy links and websites on the internet.
Some of the more common reasons for penalties today is because people try to manipulate Google, forgetting it is a machine that can pick up on these tricks quickly.
To make sure you avoid any penalties you need to make sure your site is not a victim of the below.
Websites with little to no content.
Content that does not bring value to the site.
Unnatural links to your site
Unnatural links from your site.
Upon taking you on as a client a professional SEO agency will do the relevant background checks to make sure any potential for penalties can be rectified. This means using the tools and SEO knowledge of the agency to analyse your backlinks and fix any issues they come across.
To make sure your site does not fall foul of a penalty by Google, they will do the below:
Analyse your backlinks.
Check your anchor texts.
Report on your referring domains.
If your site does fall victim to a Google penalty your SEO agency will determine the root cause of the penalty (it could be a trap set up by a competitor) and work with you to resolve the issue.
What to Look For in an SEO Agency?
Working with any SEO agency requires a certain level of communication between the client and the agency.
From an agency perspective, we need to be able to have access to certain information to do the best job possible. The information we ask for will assist us in forming the future campaigns required to achieve your desired results.
But communication is a two-way street. At Embryo we provide our clients with monthly reports and regular calls with the team to ensure they are kept up to speed with the work we are carrying out. We also have a dedicated client services team who serves as a regular point of contact for our clients so you always have someone on hand to speak to at the agency.
We pride ourselves on developing relationships with our clients and working extremely closely with them to achieve their goals. As a result, we based our relationship on mutual respect and understanding and we expect the same back from them in return. If you have this, you can work together with your SEO agency to overcome any obstacles you might face further down the line.
Ready to begin your SEO journey? You can find out more about how we work with our clients by emailing us.
The benefit of working with an SEO agency is that you are in the hands of experts in the field. A good SEO agency will have people on its team who innovate and are leaders within the industry.
This is why even if you have an in house SEO team you could still benefit from the help of an SEO agency. The upskill in knowledge, strategy development, as well as the implementation of these strategies, supersedes any work that can be carried out in-house.
At Embryo we have a dedicated chief of innovation as well as some of the best leaders in the industry-leading our organic SEO and Content team. You can find out more about their credentials here.
Proven Track Record
Any agency worth their salt will have some case studies behind them. Either featuring clients they have worked on it in the past or are currently on their roster. You can usually find them on the company website. (You can view Embryo’s case studies here)
Take your time to feel out the agency before speaking to them. In a similar vein to the google search, you might do before the first date with a new person, google the agency and see what people say about them.
Visit review sites such as Trust Pilot and see what people are saying about them. If you’re on Linked In, have a look at the agency’s business page. Are their teams on LinkedIn? Not only will this allow you to find out more about the company and the people within the business, but it will also provide you with an insight into the agency you are thinking about getting in bed with.
Aligned with Your Values and Goals
An agency and business need to work together in the same way your hands interlock easily within one another.
The agency you work with should compliment your business and vice versa. Hiring an SEO agency is a long term solution, not a short term fix. This is why you should approach it like you would a long term relationship. Something that will evolve and change over the years. This is why it is important to make sure the agency you opt to work with shares the same values as you and understands your goals. For example, if you are a sustainable slow fashion company, you would want to make sure the agency understands this and values the importance of this when it comes to creating their strategy and the content for your site.
If you are a company whose goal is to create x amount of revenue and open an office or location, you need to make sure the agency you choose understands this. That way they can work with you to create that growth. It won’t happen instantly, in fact, it could take longer than you anticipated but if you work in tandem, the goal will become a reality.
Agency-client relationships break down when both sides are out of sync. You become out of sync with the goals and values no longer align. At Embryo, we have our company’s values clearly stated on our website and are completely transparent from the moment we speak to you.
Have a list of questions on hand, linked to your business, and the values you stand for and outline your goals when talking to a potential SEO agency. The answers you receive will give you a good indication if you are a good fit or not.
Why Hire an SEO Agency?
Make Sure You Are Attracting the Right Audience
SEO agencies have a range of tools at their disposal which enable them to provide you with insights into your business you might otherwise have missed. These tools often come with a hefty price tag and require further learning and understanding so they can be used correctly. With an SEO you have access to experts with this knowledge at your fingertips.
Using these tools allows the SEO agency to give you an insight into your customer, who they are, what they are purchasing, what they are searching for and which devices they are using. This allows you to be strategic and target the audience you need to increase sales and traffic to your site.
At Embryo, not only do we have the tools required to garner the information you need, we are at the forefront of these tools. A tool created by our very own James Welch called Intermingle allows us to go one step further than most agencies. We do this by using Intermingle to create bespoke granular strategies targeting the specific keywords highlighted in the report. In doing this we can increase the ranking of your site for said keywords, putting your business in front of the right audience.
Measure Your Results and How to Improve on Them
With an SEO agency, you can keep track of the SEO work being done on your site. See what is working and also what is not working. Results are what drives an SEO agency and keeping on top of this is at the heart of what we do.
At Embryo, you will have access to both a member of client services and an SEO account manager who is always on hand to update you on the progress of the campaigns as and when required. This could be in the form of monthly calls, monthly reports or emails depending on your preference.
Help Boost Your Website Traffic
At Embryo, we like to stay ahead of the curve and in turn do things differently.
SEO is much more than optimising for rankings and crawling your website. A big benefit of the optimisation we carry out on your site is to help users arrive on-site. Optimising your site means we can drive relevant traffic, with the search intent to convert (whatever that conversion may be) to your site.
We do this by delivering optimised content that helps users answer their search queries and efficiently find the answers they’re looking for. These queries can range from answering an industry-specific question or delivering products and services where they need them most. While we do this the SEO team also looks beyond the on-page content, as we learn to understand the SERP (Search Engine Result Pages) results that search engines are producing, by keyword to understand and encourage higher click through rates to the site. In doing this you will find the boost in traffic to your website is sustainable and has more longevity than other methods.
Having an in-house SEO team means you can sometimes sit inside of a bubble. You have an innate understanding of your brand, its values and your customers. You are essentially too close to sometimes see what others outside of your business bubble can see. The things you need to see.
An SEO marketing agency can offer to look at your brand, your business and your customers with a brand new set of eyes. We use our expertise and skills to be able to provide you with new and fresh ideas. SEO is a creative muscle which needs to be stretched to thrive. An SEO agency can bring this additional flair of creativity to the party. Providing you with opportunities that would be missed otherwise.
Save You Money in the Long Run
To do the SEO work in-house is a lot more costly than going straight to an agency.
It requires enough capital to cover the salary of at least one SEO expert. If you are wanting the level of performance you would expect to be delivered by an agency, this will need to grow as your team and business expand.
Experience levels also vary. As individuals, we all have gaps in our knowledge. You may hire an SEO specialist in-house who can do the basic SEO work but requires the needs of an agency that has the time and experience to provide more technical support.
By saving money and going straight to hiring an SEO agency, you get a lot of fringe benefits, this includes:
Save time and money
Skip the internal hiring process
Benefit from the industry knowledge needed to tackle SEO issues in house teams may not know how to resolve.
Agencies have team members who specialise in different aspects of SEO, for example, at Embryo we have a technical SEO arm (led by one of the most revered technical SEO experts in the country) and the creative SEO team which means you get a full approach to your SEO strategy.
The turnaround time for deliverables requested is usually done more quickly and efficiently than it would be should the same task be carried out in-house.
Access to the Latest SEO Tools
As an SEO agency, we have access to tools that allow us to do the job as accurately as possible. These tools are the bread and butter of any SEO agency. We live and breathe by them. Tools such as Google Analytics, Ahrefs, Sistrix, and Hootsuite constantly evolve and new tools creep up on the radar.
By hiring an SEO agency you do not have to worry about the intricate details of these tools. You save money too as the tools can be quite costly and depending on your skill level will also require some additional training to get the most of them. At Embryo, we already have the latest tools and software. Once more our teams are experts in using them and providing you with campaigns and results that transform your business.
Prevent Negative SEO
In the same way your SEO strategy drives positive results, there is also a thing called negative SEO. Negative SEO is the impact your competitors can have on your site.
There are many ways in which organisations or individuals have tried to do this. This includes hacking a website. Disfiguring a website can impact the site’s overall SEO as the hacker can stop the site from appearing on Google.
Other common negative SEO or black hat SEO tricks (as it is more commonly known) include creating spammy backlinks using public blog networks. Writing negative reviews on sites such as Trustpilot and Feefoo.
While to the naked eye, this might not appear to influence the SEO of a site, damaging the reputation of a business is impacting the number of site visits their website will get.
There are a few things you can do to prevent negative SEO from taking hold of your business.
What can you do to prevent negative SEO?
You can set up notifications in Google’s search console.
Disavow fake backlinks.
Regularly running site audits to keep up with any technical issues that may arise.
The above takes time out of the working day. This is time you could be spending on growing your business. Hiring an SEO agency like Embryo will take this off your shoulders. Our technical SEO experts can keep you on top of this for you – protecting your site from being at risk of any negative attacks.
Provide You with an Opportunity to Scale
Hiring an SEO agency means you can leverage any campaigns and take them to the next level without having to grow your in-house team. All you need to do in scaling up the SEO of your business when you are working with an SEO agency is to increase the budget of your SEO retainer. More money means more time the agency can devote to your campaigns. In doing this simple move you can elevate your SEO opportunities using the agency’s knowledge and expertise tenfold.
Help You to Understand Your Audience
A good SEO agency will be able to provide you with research and analysis about the shift in markets and your customer’s journey. They will do this by looking at the different forms of search queries.
A search query refers to the real-time questions people put in search engines such as Google. You should also expect your SEO agency to do a SERPs (search engine results page) analysis. This is where your SEO team will analyse what the top websites in your field are doing and formulate a plan for you to rank in the top position.
Create a Good User Experience for Your Customers
A good SEO agency will use its tools, knowledge, and expertise to ensure your site becomes the epitome of a friendly user experience. The reason for this is that the Google algorithm can determine what makes a good or bad user experience. Creating a positive user experience is a vital part of your website’s success.
There are a few ways in which your agency can tackle this. From checking how fast the site is performing to make sure the site is compatible across all devices from phones to desktops to tablets.
To discover more about how an SEO agency like Embryo can help your business, contact us today on 0161 327 2635.
Help Keep You on Track
SEO is a fast-paced, ever-evolving industry. To succeed you need to live and breathe SEO practices. An SEO agency is filled with search experts who stay on top of the latest developments and are constantly learning about the field. In hiring an SEO agency you are guaranteed to have someone working on your site who will be one step ahead of the game. They will be aware of any changes and updates in the industry that could impact the existing strategy and adjust things accordingly.
At Embryo we have some of the biggest names within the SEO world including Andrew Holland spearheading your organic search campaigns and ensuring you get the results you are seeking.
How to Choose the Right Technical SEO Agency
Technical SEO goes beyond basic search engine optimisation. It is about understanding the way your site works and how to make it work in the best possible way.
This is a critical step in terms of making your site easier to use and more adaptable. Technical SEO is the art of doing things that make your site work as well as it can.
You can have the best content and the best website. But what if your technical SEO isn’t working? To put it simply, your site will not be able to rank and the effort
The more accessible your content is to Google, the more likely you will be rated. The most important part of a technical SEO is to be sure of everything you do.
Embryo is a technical SEO agency that has a dedicated team of experts on hand to perform what is best described as an MOT service on your website to ensure your site runs smoothly and efficiently for your customers.
So what does a Technical SEO expert do? And how do you work with them? Here is everything you need to know.
Know the Outcome You Want
Technical SEO is the backbone of any long-form SEO strategy. It is important to know exactly what it is you are hoping to achieve.
Do you need to make your website more mobile-friendly so customers have an easier time making an online purchase and have easy access to your services? Are you looking to update the page speeds so the transition from one page to another is smooth?
With technical SEO experts like the ones in the team here at Embryo, we have a range of technical tips and tricks we can use to improve the speed of your website. This includes compressing the files sent by the server, eliminating unnecessary parts in the code, fixing any tracking errors on your existing pages, and reformatting the URLs of different pages on your site.
If you are looking for a Technical SEO expert, make sure you note down the goals you want to achieve. If you know exactly what it is you want to achieve before you approach an SEO agency it will allow you to ask an agency like us all the questions you need to make sure we know exactly what we are doing (spoiler alert, we do).
360 Degree Approach to SEO
Technical SEO is the backbone that gives your site structure. Occasionally, you will see some quick technical SEO fixes bring you traffic. However, it pays to think about long-term goals for your site and overall business. For example, how do you plan to grow SEO traffic over the long term?
Technical SEO gives you quick fixes that work, but they are just that, quick fixes. This is why hiring an SEO agency has its advantages. In choosing a multi-faceted SEO agency like Embryo we can combine the deep search expertise of our team across all aspects of your website, from content to tech SEO and promotion, all of which will elevate your business to the next level.
Our 360 approach to SEO means we have the knowledge and ability to think long term and work with our clients year in and year out to provide the SEO strategies that will see them have the real impact they are looking for.
Have Experience Working on Big Sites
The bigger the site, the more technical SEO work is required. So when you are looking to work with an SEO agency and you check their credentials, note down how big the sites of their clients are.
There is nothing wrong with an agency working on smaller websites; it is just worth bearing in mind this usually means they have smaller problems to contend with. This includes making sure the content on the site is current while also ensuring it is being hosted on the correct platform.
The bigger the site, the chances are it will have a plethora of pages and URLs. The more URLs, the chances are there are plenty of junk URLs/duplicate content. This can be shifted around to create fewer pages which are more optimised and provide additional value. If you are an international business, making sure the site is clean across all the countries you operate in is also important. So if an agency has worked with large sites before, the chances are they have the experience they need to benefit your site.
Have an Extensive Client Portfolio
Most SEO agencies such as Embryo will have a client list on their website. You can check out our case studies to do with their services including technical SEO. See how long they have worked with their clients. What industries are their clients in? Do you need someone who has experience in your particular field?
If they have a rich history of experience that leaves you feeling impressed then you know you are in the right hands and are ready to make the first call. The agency will be able to tell you right off the bat if they have experience in their industry and inform you of the unique partners and connections they have. For example at Embryo, our Chief Innovation officer is on hand to make sure we stay ahead of the curve and ensure we serve our clients as best as possible. It is because of the insights from James Welch, our Chief Innovation Officer and his connections within the industry we can create state of the art tools like Intermingle and be at the forefront of incorporating strategies such as the Messy Middle into our business. Something we already do naturally here at Embryo.
Ensure That They Have a Structured Process for Technical SEO
When approaching the SEO agency of your dreams make sure they can outline their initial plans for your site from the get-go. The key is to understand if they have the process in place to fix the issue you have presented them with. For example, if your site has an alarming rate of broken backlinks, the team you are speaking to should already have a plan in place to tackle this. Agencies that do not provide any form of an outline for you are not an agency you want to brush shoulders with. It is an indication they are not clued up on the work that is required. The work they produced would be half hazard and appear random without a sign of a thought process in place.
The plan presented to you must be structured and as a client, you should feel safe that you are receiving the correct information needed about the actions being taken. This doesn’t mean the plan can’t change but as a business, it is important that the SEO agency communicates its plans to you and also alert you of any changes that may happen during your working relationship.
Ensure They Have a Proper Pricing Strategy
Some people/businesses that work in search will give you a rough estimate of how much their services cost but if you are a business you need to make sure the SEO agency has a pricing strategy in place. You should be able to go to any reputable SEO agency and find out how much their services will cost you. This will give you a clear indication of whether you can afford to use their services or not.
Most businesses have a budget, if you have a budget in mind, mention that to the agency and they will be able to tell you both exactly what you need to achieve the goals you outlined and what they can do to help you get there in line with your budget.
Keep a Keen Eye on the Services They Offer
A technical SEO agency will specialise in services that will sharpen your overall website performance. This includes a technical SEO audit which is essentially a big deep dive into the back end technical performance of your website. It includes:
Checking page speed
Scoping out any duplicate content on the site
Identifying any crawl errors.
Agencies like Embryo will have a technical SEO audit which will help to see the way websites could be improved.
Does the SEO agency offer you competitor analysis? Keep your friends close but your enemies closer is a famous saying for a reason. From a business perspective, you need to know your competitors inside and out. This includes understanding where their current rankings stand and the technical part of their websites. All of this allows you to see the SEO strategies they have in place. You can only do this with in-depth competitor analysis performed by a professional SEO agency.
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Categorise and Optimise Your Website
Your metadata is an extremely important part of your technical SEO strategy. If done correctly you should see an increase in website traffic as the user will know exactly what your website is about and what they can expect. Metadata includes invisible meta tags which provide data about your page in Google and potential website visitors. It allows Google to determine how credible the content on your site is. A technical SEO strategist will comb through your website, making sure the meta descriptions, canonical tags and header tags etc. The time it takes to do this varies depending on the site and the content on the site but it is a worthwhile investment.
Image and speed optimisation are also other services you need to make sure the SEO agency you are speaking to offers.
As humans, we are visual beings so it is important to make sure the imagery on your site is top-notch. This will entice users to stay on the page and reduce the bounce rates of the site. In the same vein, the speed of your site will either hinder or improve the user’s experience.
Think about how many times you have gone on to a website only to find it is not as fast as it could be. It puts you off a little bit, doesn’t it? So much so that you might end up clicking off the site before the page loads. Put simply, there is a direct correlation between the speed of a website and rankings. The higher the site speed, the higher the rankings. There are tests SEO teams can carry out to allow us to determine how fast your site is and provide you solutions on how it can be improved.
Other technical SEO services you can expect from a reputable SEO agency such as structured data makeup whereby you use a markup code that can allow you to enhance your search results and backlink analysis where the SEO expert will determine the quality of the backlinks being traced back to your site. Some may need updating, others removed entirely.
All websites need a bit of a thorough service check from time to time which is exactly what a technical SEO agency can do.
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How to Choose the Right eCommerce SEO Agency
If you are an eCommerce business you must have a good SEO strategy in place for your business to rank for the products you sell. For example, if you sell mugs you would want to rank for the long-tail keywords surrounding this such as ceramic mugs, tea mugs etc.
As an SEO agency that works with a range of eCommerce businesses, we do this in a variety of ways including optimising headlines of pages and the product descriptions of the products on your site.
We look at the site through the lens of the customer, not the business which is something hard to do when you are a business owner as you are intrinsically linked to the business. This allows us to work on the navigational aspect of the site without any bias and make sure customers can work their way around it.
The easier the site is to use the more sales you will make. This also includes making sure the site is functional across mobile and tablet devices. Something out technical SEO experts can work on and ensure is effective enough for the users.
As an award-winning SEO agency, we would also look at the internal link structure of the pages on the site including the meta description while also ensuring your site includes static pages filled with optimised content on the home page, about us page, blog articles, and FAQs. We make sure each type of product you have has a dedicated page that you can draw traffic towards.
At Embryo we use the Messy Middle to map out the customer journey. This is integral to providing customers with the experience they are seeking. The Messy Middle is essentially a term used by Google to explain the space between point A and Point B that a customer takes as part of their journey. It is the part of the journey that is often overlooked but the most crucial. It is the middle stretch where customers are deciding which product to purchase, and where to purchase it from. It is the right product for them before they go ahead and make the purchase (Point B).
A good eCOM SEO agency can create content that both brings value to the reader, answering the questions they have about the product while also including several search phrases.
At Embryo our dedicated organic team work together to create a strategy for eCommerce clients that allow your business to show up as much as possible on the search engine to create more conversions.
A good eCommerce SEO Agency will understand that users will visit the site at various stages of the purchasing process. From the initial curiosity stage to the I need this in my life and bite the bullet stage. This is where the keyword pyramid comes into play.
The keyword pyramid has three tiers. Tier one features the short-tail keywords. This is usually the broader topic such as clothes or kitchenware – the initial first words people search for when purchasing online. It is important to have content featuring these keywords well as it improves the domain of the site and is a big reason your site will have increased its profits, however, a good SEO agency will not just stop there.
At Embryo, we delve deeper and focus on the more niche searches users make when navigating the messy middle. This is where tiers two and three come into play. These stages include a mix of both long-tail searches and ontological questions. These are not necessarily the most popular terms and keywords however this makes them easy to rank allowing you to solidify your business as an expert site and opening up fresh new leads for you.
To achieve success with the long-tail keywords, a good SEO agency will need to create content that answers the questions which cause users to bounce around from one site to another, before reaching tier three of the keyword pyramid. This is the stage where a person knows the product they are looking for and is now deciding where to make their purchase. This is why small businesses can benefit from the services of a good eCommerce SEO agency.
How Much Does An SEO Agency Cost?
If you Google ‘SEO agency prices’, you will find a wide range of prices from £50 and above. The reality is that a good SEO agency will probably cost somewhere between £3000+ as an average price point. The final cost will depend on the work which is required and the level of expertise of the agency. While we appreciate clients who have a budget in mind, the cheapest option is not always the best and could be harmful to the success of your business in the long run.
The aim is to see value from the money you are placing into an SEO agency. In your initial conversations with the agency, study their pitch and look at what they are planning to provide you with. This includes putting together a quarterly strategy detailing exactly what work needs to be carried out on the site and the stages in which the work will be conducted. They would also most likely recommend other services to help you achieve your business objectives during this time.
At Embryo, we invite all our clients to meet the team who would be working with you. During the meeting, they will outline how best they can support your business goals. To book a meeting with our sales team contact us on 0161 327 2675 or email us.
Search Optimisation Services We Offer
On-page SEO is simply the content This includes things like the formatting of the site and headers using HTML and Title Tags. We work on your site to increase on-site rankings. This includes looking at the content of the pages on site. Our organic content team can produce optimised copy for your site from an SEO point of view which will not only increase demands but also create linking opportunities for your site. It goes a lot further than simply creating keyword-rich content.
Search engines like Google crawl the internet looking for the most relevant answers to a question. In creating the content you need to make sure Google understands why it is relevant to the question that the user is asking. For example, if you are writing a page about cars but don’t mention the different brands of cars, Google will not view the site as an expert. Being relevant is the key to on-page SEO yet can often be overlooked.
At Embryo, we have an expert team of content writers with the SEO team to create expert pages for clients’ sites. As well as writing the content, our SEO team makes sure it is formatted on the site accurately. This includes checking the URL, title tags, image tags and the meta description of each piece of content to make sure it is optimised correctly.
We have a dedicated technical team who can look at the insides of your website and turn it the right way up. This includes making sure the existing pages on the site are correctly formatted. We can assess the use of linking and header tags in the correct places. As part of our technical support, we also track the speed of your website. This means we can make sure it is running at the best speed for the ultimate user experience. The technical support we provide helps elevate the visibility of your website. This also includes making sure images are tagged on the site correctly. In doing this, the images on your site will begin to rank high on Google image search results.
This is where the SEO expert will do a deep dive into your business and industry to find the keywords to reference in your site’s content. Once the keywords have been identified you can create a content strategy that satisfies both the user and the search engine – this is key to any SEO success. You cannot and should focus on just one or the other. You need to create a strategy that caters to both.
Conducting keyword research is a powerful SEO technique which helps you to understand your target market more intimately. It allows you to determine how people are searching for your services and products.
In doing keyword research an SEO agency can help you determine:
What people are searching for
How many people are searching for it
How they are seeking this information. (Is it a guide, a blog post, or a product description)
You may have a preferred way in which to describe your business, your products or your services however if it is worded in a way it is missing the relevant keywords, your website will not appear on your audience’s search results. Keyword research gives you an insight into exactly how your audience is searching for your products and services so you can create content which hits those search terms.
In allowing the SEO agency to do keyword research you can ensure all the pages within your website are optimised correctly. Either by creating fresh new content or revamping the existing content on the site. Organic traffic works best when keywords are sprinkled across the entire website, not just the home page.
An SEO expert conducting the relevant keyword research can provide the search volume of each keyword. The search volume is the metric that outlines how many times on average per month a keyword has been searched. While the focus is on Google as a search engine, it can also be used for other search engines too.
Ideally, you are looking for a search volume that isn’t too high or too low. Typically speaking, the higher the search volume the higher the competition. This means it will take time and strategic planning to achieve organic ranking success. On the other end of this, the lower the search volume the fewer chances you have of drawing traffic to your site using that keyword.
This is where long-tail keywords factor in. While you can have success hitting a ranking using a keyword search term with a search volume of 5000 a month it only makes up a small number of searches people make. In just tackling these keywords you could draw the wrong customers to your site. Using the less popular keywords means you can expect a better more sustainable conversation rate, for example, if you were searching tops you might just be browsing but if you are searching for a woman’s blacktop in size 10 the user is searching with the intent to make a purchase, therefore, creating a sale for your business.
At Embryo we have some of the best keyword research experts in the UK dedicated to finding the best keywords to rank for, helping you with your business growth.
Part of technical SEO is developing the backlinks to our client’s sites. The more backlinks you have, the more likely search engines such as Google find you more reputable. There are many different approaches to this. Our team evaluates each approach to determine the best one suits our clients.
Alongside the work of our amazing Digital PR team, as part of the SEO strategy, your SEO account manager will include outreach as part of its way to ensure your site has trustworthy backlinks and gain the authority you need to rank highly in Google’s eyes.
The outreach strategy is tailored to your site and specific needs but broadly speaking will include link building on high authority sites and understanding the target audience. Once you understand your target audience you can outreach specific pieces of content to the right websites and publishers.
The outreach programme works to create valuable backlinks to increase your site’s SERP performance generating organic site traffic. This increase in traffic will result in higher sales and revenue for your business.
Content Writing and Strategies
Good content requires a good content strategy. At Embryo, our content and SEO teams come together to create everything from guides to blog posts to service pages. Our goal is to make sure the content we produce is of the highest quality and is informative to the end-user. We specialise in long-form content which allows us to go into more depth about the services our clients offer and delve into topics people are interested in. You may not know this but your SEO ranking is impacted by how good the content on your site is.
It is more than just stuffing the right keywords into each paragraph. Google needs to understand you are an expert in your field and that you have the trust and authority your customers are looking for to receive the expert status. By including this in your content you are increasing its value not only in your customer’s eyes but also in Google’s eyes. This is something our organic works hard to help you achieve. We don’t expect you to do it yourself but rather work with you to develop a strategy to achieve the goal.
In today’s multi-screen world it is important to make sure our client’s sites are not just optimised for your laptop or computer. The site also needs to be optimised for mobile devices so the site can be viewed on your phone. This means your audience will receive the same level of detail and consistency on the site regardless of if they are on a big desktop or a small mobile screen.
If you are offering a service in certain areas. You must rank in these areas. This is where Local SEO comes into play. A good SEO strategy will increase local organic search traffic with the aim of your business appearing on the search engine local result page.
Conversion Rate Optimisation (CRO)
Conversion rate optimisation or CRO is the process where you increase the conversation of sales your business receives online. This is perfect for businesses where you want your customers to purchase a physical product or service. In developing your conversion rate optimisation, you gain an understanding of what pushes your customers to press the purchase button and make sure they receive the best user experience the site can offer.
We provide in-depth SEO audits which include elements such as keyword research, the metadata across the site and the google search console. You can find out the details of what our audits include here. A good audit forms the foundation on which the rest of the work delivered by our team can sit.
Is SEO Profitable for Your Business?
In short, yes, investing in SEO with the SEO agency is one of the most important aspects of any business. Without having a strong SEO strategy in place, you are missing out on potential customers.
In today’s world, it is the number tool you can arm your business and your website as a way to increase website traffic. You will find the return on investment in the increase in sales and profits.
How Does a Good SEO Agency Do This?
It is worth noting that while we live in a world of instant gratification when dealing with SEO you are playing the long game. The value of an SEO agency means the time it takes, thanks to the experience and a wider team will
Building credibility and trust – Using SEO builds trust and credibility. When you rank high in the search results it gives the notion to potential customers that your business is trustworthy therefore making them more likely to make a purchase. A good SEO agency will advise you this takes time but using the techniques such as high-quality backlinks and optimising page content will establish credibility as time goes on.
Increase in local engagement and website traffic – Thanks to mobile traffic there has been an increase in local search. People looking for certain areas. A good SEO agency will work with you to rank highly in the locations your business is operating in. This is done by targeting location-based keywords, words, and backlinks and creating location-based content to provide valuable information to your target audience.
Supercharge your business today.
At Embryo we have one mission: to grow your business online. Our organic SEO and content team work with businesses from across a range of industries from fashion to travel and finance. By creating a bespoke SEO agency we can elevate your business and take it to the next level.